Valencia's Cruwi, which pays creators to use label songs, joins ICEX Miami music-tech programme

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Cruwi, a Valencia company that turns TikTok music promotion into paid work, is one of ten Spanish firms picked for Desafía Music Tech Miami 2026, a programme under Sounds From Spain funded by ICEX and Red.es. After a bootcamp at ICEX's Madrid headquarters, the group spends 7 to 21 October in Miami, a stay that happens to overlap with Billboard Latin Music Week, and wraps up at BIME Bilbao 2026.

The idea: a label or agency posts a challenge with a budget, and creators get paid for filming a video with the song. Universal Music and Sony Music are among the names in its portfolio. The company counts more than 30,000 creators, over 65,000 videos and 551 million views across 800 campaigns, which is a great many people being paid to interact with a song on camera.

Two Castellón firms also made the cut: Upbeat Music Tech Studio, maker of the AI drum-learning app Drum Coach, and ZoundRoom, a mobile platform with AI songwriting tools for independent artists.